2:51 pm Jul. 5, 2012
When we profiled Newsmax Media last September, the Florida-based publishing operation had just opened up a New York bureau on Bryant Park and was in the process of building a TV studio there to make the place "a must-stop destination for key opinion makers,” as Ken Chandler, editor-in-chief of the company's namesake conservative magazine, Newsmax, told us at the time.
"Someone like Steve Forbes, people like Giuliani; you name it," he said. "Politicians, financial people, and also those writing about them. The analysts, the opinion-makers."
Nine months later, the New York studio is complete, Chandler tells Capital, and Newsmax TV, a web-video vertical, has taped segments over the past month with bold-faced guests including Forbes, Donald Rumsfeld, George Pataki and Alan Dershowitz.
In so doing, Newsmax is shoring up its digital content with the same end goal as a growing number of media organizations: To capture more eyeballs and thereby capitalize on the higher CPMs online video tends to command. Digital advertising and paid subscriptions already make up the lion's share of revenue for Newsmax Media, which also publishes an assortment of niche websites, newsletters and email blasts; the print magazine only accounts for 10 percent of overall revenues, the company, which is profitable, previously told us. Newsmax.com averages 8 million unique visitors a month, according to a representative for the magazine.
The new TV studio, which complements one that's been up-and-running in Newsmax Media's West Palm Beach headquarters for a few years now, is also part of a broader strategy to try and make the flagship's right-wing, heartland-focussed brand a bit more accessible to New York's chattering classes.
"We're right in the middle of the media mix now, and that's been helping us with getting guests," said Chandler.
So far, Newsmax TV's three Florida-based full-time web anchors have either been flying up to New York to tape interviews or conducting them remotely via "Ready Cam." The remote-controlled technology also enables Newsmax contributors based out of New York to be patched in as guests for broadcasts on traditional networks. Chandler said they plan on adding a full-time New York-based anchor at some point and are also exploring live webcasts, another trend on the rise lately with the websites of print news outlets.
As for other potential guests: "We're interested in newsmakers," said Chandler. "Anyone that would be of interest to our audience."
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